Sportfive Achieves Near-Universal Adoption of Microsoft Copilot

Sportfive, a Hamburg-based sports marketing agency, has seen widespread adoption of Microsoft's AI tool, Copilot, across its workforce. The company, which employs over 1,900 people in 20 countries, reported that 93% of employees hold a Copilot licence and use the tool regularly.

The rollout of Copilot was part of Sportfive's effort to automate repetitive tasks and free up staff for more creative work and client relationships. The agency uses Copilot for various tasks such as sponsor research, outreach drafting, document creation, translation, email generation, and image generation.

According to the company, 88% of employees are satisfied or very satisfied with Copilot, and nearly three-quarters say they can no longer imagine working without AI. The tool has enabled teams to work more efficiently, with shorter processing times, consistent output, higher weekly productivity, greater creativity, and fewer errors.

Sportfive plans to expand the use of Copilot to its teams in Asia and the United States, having first established the model in Germany. The agency's head of AI and business innovation, Matthias Jahn, said that AI will influence the relationship between fans and clubs in a unique way, equipping Sportfive with what it needs for its relationship work: more time and individuality.